Gucci expands Flora range with new eau de parfum and make-up collections

Gucci has expanded its Flora range with a new eau de parfum, Gucci Flora Gorgeous Jasmine, an eyeshadow palette and a “hybrid lipstick” which form the second chapter of the “Flora Fantasy” story.

The fragrance features jasmine at its heart, with base notes of sandalwood and benzolin, accompanied by mandarin essence and magnolia accord. Its packaging was inspired by turquoise stone and pays tribute to the Flora pattern seals to create a “dream-like influence” for shoppers.

The promotional campaign is fronted by singer Miley Cyrus, who takes customers on a “leap of imagination” which the brand says speaks to self-expression, optimism and authenticity.

Gucci Flora Gorgeous Jasmine is the second fragrance to join the range and continues the #FloraFantasy story and campaign which began with the launch of Gucci Flora Gorgeous Gardenia in 2021.

To add another dimension to the story, Gucci has also launched its latest limited edition make-up duo: Gucci Palette Beauté Des Yeux Gorgeous Flora and Gucci Rouge De Beauté Brillant Flora.

The former is an eyeshadow palette featuring 12 shades including metallic, satin and matte ones in colours such as pinks, blues and neutrals. The gold-trimmed pink case features illustrated flowers to create a “collector’s item”.

The Gucci Rouge De Beauté Brillant Flora has a vibrant colour and a composition including black rose and peony oils, along with jojoba seed oil, karité butter and hyaluronic acid which provides protection and care as well as colour.

Both are presented in packaging showcasing the distinctive Flora pattern.

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Miley Cyrus Joins Gucci Beauty In the Metaverse

Celebrating the brand’s latest Flora fragrance, Gucci Beauty invites Miley Cyrus into the metaverse as its first-ever avatar guest.

The multi-platinum selling recording artist and face of Gucci Flora’s latest campaign takes over Roblox’s Gucci Town to create an immersive experience inspired by the scent. Brought to life in partnership with game developer studio The Gang, Gucci Town is the brand’s virtual destination for the growing Gucci community and seeks to create space for shared creative experiences and connection building.

Taking over the virtual world, Cyrus’ avatar leads quests, games and interactive learning experiences in the form of scavenger hunts and digital selfie opportunities. From “Mini Game Heights” to “Selfie Way,” the artist allows Gucci Town visitors to truly immerse themselves in the world of Gucci Flora. Elsewhere, users are also able to discover the fragrance in the virtual Gucci store, inspired by the physical Flora pop-up location. Visitors are also able to purchase digital fragrance bottles as wearable backpacks throughout the metaverse world.

News of the partnership with Cyrus comes following a world of innovation from the brand. Most recently, Gucci was dubbed the hottest brand of Q2 brand-according-to-lysts-q2-index” data-ylk=”slk:by fashion tech company Lyst” class=”link “by fashion tech company Lyst.

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Gucci taps Miley Cyrus avatar for Roblox fragrance

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Gucci Town on popular gaming platform Roblox now has a signature scent. Gucci Flora, the brand’s first fragrance in the metaverse, comes in the form of digital wearables, scavenger hunts and brand celebrity ambassador Miley Cyrus in avatar form in the brand’s digital version of its ad campaign, Flora Fantasy. In the experience, visitors can pose for selfies next to Cyrus’s avatar.

Cyrus, the face of Gucci Beauty’s new Flora Gorgeous Jasmine campaign, is the first celebrity to appear in Gucci’s world. The fragrance, or virtual iteration of, is the first Gucci Beauty product to join its Roblox destination, which was introduced in May and is the pair’s fifth collaboration.

With a digital rendering of the scent, visitors can participate in challenges, games and interactive learning experiences centred around the fragrance, with many of the activities led by Cyrus’s avatar. Rewards will be available for winners of scavenger hunts involving searches for “Flora” letters, and participants can pose in the Gucci Flora Gorgeous Jasmine campaign on Selfie Way. While Gucci didn’t elaborate on the specific rewards, in the past, visitors have been able to access some digital products once they achieved certain thresholds related to engagement, such as playing 100 games or completing 18 treasure hunts.

Gucci has launched its first virtual fragrance, Gucci Flora Gorgeous Jasmine, in Gucci Town on Roblox.

Photo: Gucci
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